(CNN)– The holiday shopping season is in full swing, and now, Amazon has announced a new ultra-fast delivery option for certain customers.

The retail giant is testing the new feature called Amazon Now in Seattle and Philadelphia.

The company says it will deliver household essential items and groceries in about 30 minutes or less.

The delivery fee starts at about $4 for Prime members, and $14 for non-Prime customers.

Amazon says it uses smaller facilities strategically-designed for efficient order fulfillment.

They did not offer a timeline for expanding the new service to wider markets.

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